ROBINSON targets Vietnamese and South Korean travellers with tailored campaigns - Get updated on what's happening in tourism!

ROBINSON, the premium club resort brand of TUI Group, is strengthening its presence in Asia with its first dedicated brand campaigns in Vietnam and South Korea. The initiatives are designed to increase awareness among travellers in both markets while promoting ROBINSON NAM HOI AN, the company's resort in Vietnam's Da Nang region, which opened in 2024.

Although both campaigns focus on the same property, their messaging reflects different travel preferences. In Vietnam, ROBINSON aims to encourage domestic travellers to rediscover a familiar holiday region through new activities and experiences. In South Korea, the resort is presented as a premium destination for relaxation, combining its natural surroundings with an all-inclusive holiday concept.

Developed in cooperation with advertising agency Ogilvy, the campaigns have been running since July 2026 across digital platforms and travel distribution channels. They form part of ROBINSON's efforts to build stronger relationships with Asian source markets, complementing an established regional portfolio that includes resorts in the Maldives, Thailand and Vietnam.

Different messages for two source markets

The Vietnamese campaign centres on the ROBINSON FIRST TIME Passport, a concept encouraging guests to explore activities and experiences they may not previously have tried. By combining resort-based activities with digital storytelling and influencer content, the brand seeks to offer a different perspective on Da Nang and Hoi An, destinations already familiar to many Vietnamese travellers.

In South Korea, the approach is more focused on the overall holiday experience. ROBINSON NAM HOI AN is positioned as a retreat away from the busier parts of the Da Nang region, with particular emphasis on relaxation, natural surroundings and the convenience of an all-inclusive stay.

The distinction reflects a broader principle of international destination marketing: travellers from different source markets may respond to different aspects of the same product. While familiarity with a destination can create opportunities to promote new experiences, other markets may require a stronger introduction to the resort concept itself.

Friso Janmaat, Marketing Director at ROBINSON, explains the company's approach:

"ROBINSON has been operating successfully in Asia for over 15 years. With these campaigns, we're bringing our brand directly to Vietnamese and South Korean travellers – showing them what makes a ROBINSON holiday distinctive. The response so far validates our approach: locally tailored communication that speaks to specific travel motivations."

Influencer partnerships generate early visibility

The two campaigns involve 13 influencers across Vietnam and South Korea, supported by locally developed creative materials and digital advertising. Distribution includes YouTube, Facebook, Instagram and TikTok, alongside platforms with particular relevance to the individual markets.

In Vietnam, ROBINSON is also using Traveloka, while the South Korean campaign includes MyRealTrip and Naver. These channels allow the brand to reach potential guests through a combination of travel inspiration, destination information and established digital booking environments.

According to the company, influencer content in Vietnam has generated more than 40 million views since the campaign began. Other campaign materials have also exceeded internal performance targets, although ROBINSON has not disclosed detailed conversion or booking figures for the Vietnamese market.

In South Korea, the company reports that some guests have booked ROBINSON NAM HOI AN after watching a YouTube feature by travel creator Sherlock HJ. This provides an initial indication of the campaign's influence on booking decisions, although no aggregate sales results have been published.

For TUI Group, the campaigns illustrate how an international resort brand can adapt its marketing to regional travel behaviour without changing its core product. The focus on Vietnam and South Korea also underlines the importance of Asian source markets for ROBINSON's continued development in the region.

Image Credit: © AI generated illustration using material courtesy of Robinson Club GmbH